Sunday, 22 December 2013

-Music Videos on my Mind- Metronomy's "I'm Aquarius"

Electronic music has strangely enough superseded rock ‘n’ roll as the youths’ sound of choice. Guys that were bullied at school for spending too much time indoors playing with technology have become aspirational, while those that revelled in sex and drugs have become un-cool. In a topsy-turvy turn of events, the former commands millions to spin records in hip clubs across the world and the latter struggles to land a record deal. How did that happen?

With a video echoing outer space B-movie kitsch and featuring creepy furless cats, Metronomy’s I’m Aquarius plays like an art student’s final year film presentation. It’s a serviceable piece but hardly launches the group in exciting new directions.

Then again, there is no direction to change because as the lead single from the group’s second album, I’m Aquarius signals that Metronomy aren’t willing to tinker too much with a successful formula which last time resulted in major acclaim and lucrative remix commissions from Lady Gaga and Lykke Li. This kind of monotony is paying off in spades.